Are global asset managers hitting the mark when it comes to the content they produce for investors? According to the findings of the special research report produced by The Dubs in partnership with Dianomi there’s a significant mismatch between what investors are searching for and the content global asset managers are producing.
In the latest episode of the Financial Marketer podcast The Dubs managing director, Josh Frith, and Dianomi’s chief operating officer, Raphael Queisser dissect the report’s findings, delving into the trends in investor search behaviours, where the spikes in interest lie and where asset managers are falling short in the content they’re delivering. For content to deliver a real and tangible benefit to asset managers it needs to begin with audience interests and needs, not be purely product-led. Ultimately, global asset managers need to learn to think like publishers to deliver a content program that succeeds.
With ETFs and cryptocurrency two areas in particular where asset managers are missing the mark with investor interests, Frith and Queisser speak to the opportunity for global asset managers to hook new investors with the right content, distributed in the right place to ultimately drive traffic and nurture investors to become valuable lifelong clients.
In this episode the Financial Marketer and Dianomi discuss:
- The content investors want vs what global asset managers are delivering
- Achieving synergy between content and product
- Why asset managers need to think like publishers to address the disparity
- The right content in the right place
- Content that drives commercial benefits
- Evolving your strategy to meet investors at a greater scale